First Bank, one of Nigeria’s oldest and most respected financial institutions, has unveiled a new identity. FBN Holdings Plc, the company’s holding arm, is now officially called First HoldCo Plc (FirstHoldCo).

This rebranding effort aims to create a more unified identity for the company and its various subsidiaries, both in Africa and Europe.

Over the past few months, First Bank has focused on making its brand clearer and more consistent across its operations.

As part of this change, FirstHoldCo will continue to use First Bank Nigeria Limited as its flagship brand, but it will update the names of other subsidiaries in key sectors like Asset Management, Capital Markets, Securities, and Insurance Brokerage.

Group Managing Director (GMD) Wale Oyedeji emphasized that this rebranding is a major milestone for the company.

“This change is not just about a new name,” Oyedeji said. “It’s a reaffirmation of our commitment to innovation, excellent customer service, and our purpose to provide world-class financial solutions.”

The rebranding aims to strengthen the company’s position both in Nigeria and internationally. It will also help simplify the way FirstHoldCo delivers its services, making it easier for customers to understand and access tailored solutions.

Oyedeji further explained that the unified brand structure will also improve operational synergies within Nigeria, allowing FirstHoldCo to offer more effective services to businesses and individuals.

Internationally, the company’s rebrand strengthens its global presence and positions FirstHoldCo to take advantage of new market opportunities.

Overall, the rebranding aligns with the company’s vision of blending tradition with progress, focusing on innovation while preserving the trust that has shaped its success for over a century.